“For years, marketers have used Tapjoy to sponsor in-app content for consumers, creating a deep emotional connection with their brands and driving unprecedented levels of awareness, preference and action. We are thrilled to partner with Rubicon Project to enable brand marketers to access our premium in-app, opt-in mobile video inventory programmatically for the first time.”

Tapjoy publisher network inventory, including 10,000 mobile apps with a reach of 520m monthly active mobile consumers, will now be available through Rubicon Project’s Orders platform.

The company says that its opt-in video ads provide 100% viewability as well as 90% completion rates in a format that’s user-friendly but also skippable. Tapjoy ads offer premium content rewards to consumers for taking the time to view video ads.

“We are extremely excited to be the initial launch partner with Tapjoy, unlocking the power and scale of automation as Tapjoy seeks to drive greater monetization for the premium audiences they connect with globally. By automating rewarded video with partners like Tapjoy, we are advancing our mission to empower the consumer by bringing them into the advertising equation as an active participant – choosing how to trade their time and attention in return for a more personalized and engaging experience.”

In addition, Tapjoy Private Exchange buyers will be able to access the company’s first-party targeting, based on billions of mobile data points and rich app usage analysis that includes user preferences, conversion history, lookalike comparisons and behavioural insights. The exchange further offers developers and publishers a sell-side platform for opt-in and rewarded ads.